If the rumor is true, it will be the first change in Fox News Channel’s primetime lineup in more than a decade. As previously reported, Baier hosts a show at 6 p.m., followed by Smith at 7. After that, O’Reilly takes over at 8. followed by Hannity at 9 and Van Susteren at 10. That lineup has proven to be a consistent ratings winner for Fox.

As the Christian Science Monitor points out, Kelly's move to 9 p.m. would put her in direct competition with Piers Morgan on CNN, Rachel Maddow on MSNBC and Dr. Drew on HLN.

According to Mediabistro, Fox News CEO Roger Ailes was interviewed Thursday by Neil Cavuto at the 21st Century Fox investors conference. Cavuto asked Ailes about Kelly’s possible move to 9 p.m. in place of Hannity.

“Generally, I don’t confirm or deny any rumors, and that is a rumor at the moment,” said Ailes. He added that “all of our stars will be back.”

Ailes discussed Hannity specifically, calling him “a brand that many of our viewers love and want to see, and, as you know, is one of the nicest guys in the building.”

As Mediabistro reports, Ailes also said he has been talking to Smith about “a new way to deliver news.” The Fox CEO did not elaborate on that cryptic statement.